Skip to main content

Advertising Spending Continues Gradual Rebound



WW Color Logo_Green Blue
PRESS RELEASE
Tuesday, March 26, 2013
Contact: Supriya Kumar, skumar@worldwatch.org, (+1) 202-745-8092, ext. 510
        Advertising Spending Continues Gradual Rebound
        
New Worldwatch Institute study examines how growth in Internet media has led to increasing global expenditures on advertising 
Washington, D.C.---Global expenditures on advertising grew 3.3 percent in 2012 to $497.3 billion, a gradual rebound since the sudden 9.6 percent drop in 2009 as a result of the global economic downturn. Spending has responded to shifts in popular media with Internet advertising the fastest-growing sector in 2012, now accounting for 18 percent of the total, according to Worldwatch Institute's Vital Signs Online service (www.worldwatch.org).

U.S. advertising expenditures grew by 4.3 percent in 2012 and are still nearly a third of the global total. The Asia Pacific region accounted for the fastest growth, however, with ad spending there increasing by 7.9 percent in 2012 (excluding Japan, which grew by 3.1 percent). Expenditures fell by 2.2 percent in Western Europe, the only region to see a decline, largely due to the ongoing Eurozone crisis.

The growth in spending on Internet ads has been driven by the expansion of social media and online video advertising. Mobile and social media now account for more than half of all advertising revenue in the United States, for example, having increased by more than 30 percent in both 2011 and 2012.

"As consumers grow overexposed to advertising, traditional forms such as television commercials, print advertising, and billboards are becoming less effective," said Shakuntala Makhijani, the study's author. "As a result, advertisers are turning to more subtle techniques, such as promotional material on blogs, product placement, and interactive advertising on social media such as Facebook and Twitter. The distinction between advertising and media content is therefore increasingly blurred."

The impacts of advertising and consumerism on all aspects of society and culture are well documented. Advertising targeted at children is particularly penetrating and influential, defining their identity as consumers from an early age and interfering with normal childhood development. Evidence has shown that children are experiencing increased physical, emotional, and social harm as a result of consumerism through advertising.

U.S. consumer advocates continue to call for limits on the extent and influence of advertising, especially in environments such as health clinics and public spaces as well as advertising specifically targeted at children. In particular, advertising in public schools has gained force in recent years and has infiltrated nearly all aspects of student life.

Advertisers have also focused more resources recently on "green" advertising aimed at attracting consumers with claims of improved environmental impact by tapping into growing public interest in sustainability and the environment. The number of new products marketed with environmental claims each year in the United States grew from around 100 in 2004 to over 1,500 in 2009.

Due to increasing false claims by advertisers about product sustainability, the U.S. Federal Trade Commission established updated Green Guides in 2012 that will allow the agency to take enforcement action against deceptive environmental marketing. The guidelines discourage the use of general and unsubstantiated terms such as "eco-friendly" and include strong guidelines for use of terms such as "biodegradable" and "recyclable."

While regulatory controls on false advertising such as the Green Guides are a positive development, true sustainability will ultimately require less material consumption and therefore stronger overall limits on advertising to stem its global growth and increasing presence in everyday life.

Further highlights from the report:
  • Newspaper advertising has declined significantly, dropping from nearly a third of all expenditures in 2002 to less than a fifth in 2012.
  • The expansion of television's share of global advertising has leveled off after decades of growth: it rose from 36 percent to 40 percent of advertising expenditures between 2000 and 2012.
  • Global product placement expenditures are increasing rapidly, reaching $8.2 billion in 2012, with the United States accounting for more than half of the market worldwide.
  • Retail companies account for nearly one fifth of total advertising spending, followed closely by the automobile industry in the United States. 

Comments

Popular posts from this blog

ch-,l-ih- }kjk tkjh izsl foKfIr&fnukad 12-09-2016 1-    ch-,l-ih- dh jk"Vªh; v/;{k] lkaln ¼jkT;lHkk½ o iwoZ eq[;ea=h] mÙkj izns'k lqJh ek;korh th }kjk bZn&vy&vt+gk ¼cd+jhn½ ds R;ksgkj ij leLr ns'kokfl;ksa o [+kkldj mÙkj izns'k ds eqfLye lekt ds yksxksa dks gkfnZd c/kkbZ o fnyh 'kqHkdkeuk;saA 2-    bl eqckjd ekSds ij gt dk Q+jht+k vnk djus okys ifjokj ds yksxksa dks [k+kl c/kkbZA ubZ fnYyh] 12 flrEcj] 2016 % cgqtu lekt ikVhZ ¼ch-,l-ih-½ dh jk"Vªh; v/;{k] lkaln ¼jkT;lHkk½ o iwoZ eq[;ea=h] mÙkj izns'k lqJh ek;korh th us leLr ns'kokfl;ksa o [+kkldj mÙkj izns'k ds eqfLye lekt ds yksxksa dks bZn&vy&vt+gk ¼cd+jhn½ ds R;ksgkj dh gkfnZd c/kkbZ o fnyh 'kqHkdkeuk;sa nsrs gq;s dgk fd okLro esa nqfu;k Hkj ds eqlyekuksa dk ;g R;ksgkj vYykg dh jkg esa ml vt+he ¼egku½ dqckZuh dh ;kn esa euk;k tkrk gS vkSj mlh ijEijk dks fuHkkus dh dksf'k'k dh tkrh gS ftldh cqfu;kn gt+jr bczkfge ¼vy-½ vkSj muds csVs gt+jr bLekby ¼vy-½
The Enkaysagar Holdings PLtd Daily HEADLINES   ART & ENTERTAINMENT SPORTS BUSINESS WORLD EDUCATION LEISURE #ECONOMY #NEWS MORE  Saturday, Aug. 20, 2016   Next update in about 24 hours    Archives The Unconventional 13-Minute Workout That Helps UFC Fighter Conor McGregor Knock Out Opponents In 13 Seconds Shared by SMOOTHTECH|PRO     menshealth.com  - Truth is, McGregor thinks traditional strength training is overrated. “People are so caught up in routine, doing the same thing over and over. I want to be an expert in many different things.” That... Pro athletes and the things they trademark Shared by Value Your Business     money.cnn.com  - That's why they trademark their names, catchphrases and logos -- things they think might turn into money-making ventures down the line. Sprinter Usain Bolt, for instance, trademarked an icon of the... 絶賛上演中! 『キンキーブーツ』の“ヤバイ”ポイントを語る | SPICE - エンタメ特
The Naresh Kumar Sagar Daily HEADLINES  PHOTOS  VIDEOS WORLD SPORTS LEISURE POLITICS BUSINESS ENVIRONMENT MORE Thursday, Oct. 06, 2016 Next update in about 24 hours  Archives Primaire à droite : Juppé reprend de l’avance sur Sarkozy, selon un sondage Harris Interactive pour France Télévisions Shared by Dominique LUNEL francetvinfo.fr  – Petite bouffée d’air pour Alain Juppé à un mois et demi du premier tour de la primaire à droite. Alors que Nicolas Sarkozy était revenu à sa hauteur dans les sondages réalisés à la mi-septembre, le… Indian languages face threat of fossilisation, need revitalisation Shared by radha raju hindustantimes.com  – India has now been a free country for 70-odd years. Over these decades, we have made progress in many spheres of activity but there is one area where things seem to be sharply deteriorating — the s… Do you want to live on your private aquarium? Shared by Ferhide